STUDY ON THE IMPACT OF A GREEN LIFESTYLE ON THE PURCHASING HABITS OF GENERATION Z IN PALGHAR DISTRICT WITH REGARD TO HANDMADE BAMBOO PRODUCTS

The importance of green lifestyles and environmentally friendly consumption behaviors is increasingly attracting the attention of many people, especially Gen Z. On a large scale in India , handmade bamboo products have always been considered famous traditional products with a strong growth market, and today's young people are extremely interested in such environmentally friendly products.

The present study aims to focus on  the relationship between green lifestyle and Generation Z's purchase behavior towards handmade bamboo products in Palghar district. Through a survey of 98  Gen Z consumers, quantitative data was processed.

The research results emphasize the direct positive impact of green lifestyle on consumer behavior of handmade bamboo products in Palghar. A quantitative research design using a structured questionnaire was adopted to collect primary data from  youth consumers in Palghar district. The findings suggest that environmental consciousness and perceived product quality significantly influence purchase intention, while lack of awareness and limited market availability act as barriers. The study provides insights for policymakers, entrepreneurs, and self-help groups involved in bamboo product manufacturing to improve marketing strategies and expand the market for bamboo products.